1 b. shivsingh

333 views

Published on

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
333
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
6
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • Physical Packages (100s of millions in market) + Real-Time Digital = Explosive Marketing Scale
  • That little thing in your pocket – the mobile phone is the future
  • 17.4 million times during nearly 13 million minutes of gameplay“That’s Brisk, Baby”
  • 17.4 million times during nearly 13 million minutes of gameplay“That’s Brisk, Baby”
  • For the X-Factor and subsequent media buys, we’ve started analyzing real-time social media conversations during that specific day part to see which TV show has the most share of conversation and what those conversations are about – awesmenness, the advertising, viewing intent etc. When combining this with GRPs we have both a qualitative and quantitative measures into TV programming. It’s just one example of how measurement is evolving. Needless to say, the more engaged consumers are with a TV program, the more it is valuable to us. The same philosophy applies to to TV advertising
  • For the X-Factor and subsequent media buys, we’ve started analyzing real-time social media conversations during that specific day part to see which TV show has the most share of conversation and what those conversations are about – awesmenness, the advertising, viewing intent etc. When combining this with GRPs we have both a qualitative and quantitative measures into TV programming. It’s just one example of how measurement is evolving. Needless to say, the more engaged consumers are with a TV program, the more it is valuable to us. The same philosophy applies to to TV advertising
  • 1 b. shivsingh

    1. 1. Digital DisruptionWhy no one is equipped for the New Era of Marketing Shiv Singh Global Head of Digital PepsiCo Beverages @shivsingh 1
    2. 2. What does digital do for us today? Equity & Sales Trips, Loyalty & Conversion
    3. 3. By managing the Digital Inflection Point1 1 Increased use of digital The “Anytime / catalogs / coupons Anywhere” consumer (with decline in FSI) Consumers Customers2 2 Targeted and Growth in online media personalized consumer usage promotions and offers A Digital Inflection3 3 Point Consumers Digital innovation in participating in brand stores messaging4 4 Sophisticated digital Consumer advocacy platforms for 360 and influence degree consumer engagement
    4. 4. The Web as I envisaged it, we havenot seen it yet. The future is still somuch bigger than the past.- Tim Berners Lee
    5. 5. 5 IDEAS FOR THE 21ST CENTURY
    6. 6. IDEA 1: REAL-TIME MARKETING 6
    7. 7. Living in Real-Time 7
    8. 8. Real-Time Marketing Components Real-time Real-time Social Trending INSIGHTS x Graph RESPONSE Data Data Real-time x Real-time Digital Interaction CONTENT STUDIO CO-CREATION Ad Data Data Real-time x Real-time DISTRIBUTION ENGAGEMENT CRM Sales Data Data Geo-Culture frame Privacy Protected 8
    9. 9. Real-Time Live Events capturing NOW Culture
    10. 10. Here’s TAKEAWAYSKEY an example of adifferentiated insight1. Real-Time potential across every channel & platform2. Participate through the lens of your brand only3. Practice nimble, iterative and agile marketing4. Create original, live and real-time scale experiences5. Empower activation teams, liberate the lawyers
    11. 11. IDEA 2: EVERYTHING IS MEDIA 11
    12. 12. Celebrities as media. Ads as Content
    13. 13. Billboards as media and as distribution 13
    14. 14. Packaging as media and for insights 14
    15. 15. With data we could only dream of
    16. 16. Here’s TAKEAWAYSKEY an example of adifferentiated insight1. You probably have media you’re not using today2. Link platforms and channels to create new media3. Pace with consumer adoption of technologies4. Connect disparate data to drive new insights
    17. 17. IDEA 3: MOBILIZE EVERYTHING 17
    18. 18. 19
    19. 19. Are you doing any of the following? 1. Hyper-local targeting 2. Behavioral Targeting 3. Competitor Conquesting 4. Seasonal Mobi-blocks 5. Show-rooming & lists
    20. 20. 22
    21. 21. Here’s TAKEAWAYSKEY an example of adifferentiated insight1. Don’t bet against mobile, lean forward into it2. Marry product, engagement and hyper-targeting3. Recognize that no one really knows this space4. Think about it as an arbitrage opportunity
    22. 22. IDEA 4: BET ON FACEBOOK MATH 24
    23. 23. We need to compare these “posts” 26
    24. 24. - 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 14,000,000 16,000,000 18,000,000 12,000,0007/10/127/12/127/14/127/16/127/18/127/20/127/22/127/24/127/26/127/28/127/30/12 8/1/12 8/3/12 8/5/12 8/7/12 8/9/128/11/128/13/128/15/128/17/128/19/128/21/128/23/128/25/128/27/128/29/128/31/12 9/2/12 9/4/12 9/6/12 9/8/129/10/129/12/129/14/12 Facebook has scale for Pepsi week by week9/16/12279/18/129/20/12
    25. 25. An intense focus produces resultsAverage post engagement 114% (Facebook)Number of people engaging 179% (Facebook)The viral reach generated 1133% (Facebook)Engagement comparison 7X (Colligent)Active via mobile comparison 40% (Mashable)Next step not just tying the impact to brand equity measures but to sales
    26. 26. Here’s TAKEAWAYSKEY an example of adifferentiated insight1. Facebook is a scale platform and its here to stay2. Betting on powerful content + advertising works3. Taking it real-time but not all the time is powerful4. It is more measurable than we often recognize5. Mobile will be a huge unlock for Facebook and you
    27. 27. IDEA 5: WORSHIP DATA 30
    28. 28. 15 years ago TodayDemographics DemographicsPsychographics PsychographicsProduct Consumption Loyalty Behavior Social Influence Historical behavior Interaction Behavior Habits and Interests Lifestyle Preferences Product Consumption
    29. 29. We have new ways to understand brands now
    30. 30. As well as media performance across platforms
    31. 31. 5 IDEAS FOR THE 21ST CENTURY 1. REAL-TIME MARKETING 2. EVERYTHING IS MEDIA 3. MOBILIZE EVERYTHING 4. BET ON FACEBOOK MATH 5. WORHSHIP SOCIAL DATA
    32. 32. What does this all mean? 1. The marketing ecosystem is changing faster than we realize 2. Question your assumptions. Pace with changing user behavior 3. Don’t depend on the past to predict the future. Make mistakes 4. Digital is all about being more personal, and human too 5. Manage digital both nationally and locally in different ways
    33. 33. Thank you! @shivsingh shiv.singh@pepsico.comhttp://goingsocialnow.com

    ×